This Revealing P&G Campaign Takes a Look at Couples' Mental To-do Lists
Proximity's #mentaldownload project in Spain takes a more nuanced look at gender imbalance
Mar 12, 2019 4:50 PM ET
Campaign:
P&G | Gender Equality
Originally published on Ad Age
By Alexandra Jardine
P&G is taking a revealing look at the gender imbalance in household chores in its latest campaign from Spain.
In a project titled #mentaldownload (#descargamental in Spanish) the company aims to reflect that, despite the fact that families and roles are changing, many women continue to be responsible for all logistics and decision-making in the home.
